In reaction to increasing consumer concerns around artificial ingredients in food products, Kraft announced last year that they had plans to remove all artificial ingredients from their classic, bright orange, mac and cheese product by January 2016. Understanding people’s natural tendency to resist change, even change for the better, Kraft decided to surprise us all by switching out the classic old recipe with the new “natural” version a month early without any of the pomp and circumstance that usually accompanies new product releases. 50 million boxes later no one even noticed the change.